온라인 북 리뷰 공신력의 구매 수용자 의사결정에 미치는 영향
The Credibility of Online Book Review on Customer's Purchasing Decision
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
A book review is one of the most important sources of information which provide the descriptive and evaluative contents about books. Reviews have great influence on consumer behavior because they are believed to be more reliable than information provided by sellers. Readers who read a book review includes information about book decide whether they will buy or not. This study examines customer attitude change by book reviews with regarding to different type of information sources(experts and prior customers) and different directions of messages. We address the following research questions: (1) Can positive book reviews with credibility have a positive impact on acceptance of books? (2) Can negative book reviews with credibility have a negative impact on acceptance of books?The results shows that a credibility is an essential factor for affecting customers' mind. When positive book reviews were written, both expert and customer opinions have a positive impact on acceptance of customers. Given negative book reviews of experts,trustworthiness is more important than expertise. However, a objectivity of customer’s reviews is more important.
Abstract
A book review is one of the most important sources of information which provide the descriptive and evaluative contents about books. Reviews have great influence on consumer behavior because they are believed to be more reliable than information provided by sellers. Readers who read a book review includes information about book decide whether they will buy or not. This study examines customer attitude change by book reviews with regarding to different type of information sources(experts and prior customers) and different directions of messages. We address the following research questions: (1) Can positive book reviews with credibility have a positive impact on acceptance of books? (2) Can negative book reviews with credibility have a negative impact on acceptance of books?The results shows that a credibility is an essential factor for affecting customers' mind. When positive book reviews were written, both expert and customer opinions have a positive impact on acceptance of customers. Given negative book reviews of experts,trustworthiness is more important than expertise. However, a objectivity of customer’s reviews is more important.
참고문헌 (29)
- 허연, "단행본도서의 베스트셀러 유발요인에 관한 연구 : 2000년 이후 출판물을 중심으로", 석사, 저널리즘, pp.2006
- 박찬, "온라인에서의 구전커뮤니케이션이 상표평가에 미치는 영향에 관한 연구: 상표사용후기와 답글을 중심으로", 소비자학연구, 17(1), pp.73~93 (2006), 한국소비자학회
- 김진아, "한국 신문의 북리뷰에 관한 연구", 석사, pp.2004
- 인터넷 이용실태조사, "한국인터넷진흥원", 한국인터넷진흥원, ~ (2008)
- D. H. Park, "The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement", INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE, 11(4), pp.125~148 (2007), M E SHARPE INC
- B. Ulrich, "Rick Society : Towards a New Modernity" (1992), Sage Publications
- 이은재, "인터넷쇼핑 이용후기 메시지의 신뢰평가와구매시점 및 구매 후 행동특성연구", e-비즈니스연구, 8(3) (2007), 국제e-비즈니스학회
- P. Chatterjee, "Online Review: Do Consumers Use Them?", Advances in Consumer Research, 28(1), pp.129~133 (2001)
- A. M. Rubin, "An Examination of Television Viewing Motivations", Communication Research, 8(2), pp.141~165 (1981)
- 장세영, "온라인 구전이 판매에 미치는 영향 : 온라인 서적 리뷰를 중심으로", 석사, 경영학과, pp.2007
- H. E. Haines, "Living With Books", pp.103~ (1950), Columbia University Press
- 김영석, "설득커뮤니케이션" (2005), 나남
- J. C. McCroskey, "A Scales for the Measurement of Ethos", Speech Monographs, 33, pp.65~72 (1969)
- C. W. Sherif, "Attitude and Attitude Change" (1965), W. B., Saunders
- P. G. Zimbardo, "Communication Effectiveness in Producing Public Conformity and Private Attitude Change", Journal of Personality, 33, pp.23~38 (1965)
- 차배근, "커뮤니케이션학개론 상", pp.38~40 (1988), 세영사
- N. H. Anderson, "Integration Theory and Attitude Change", Psychological Review, 78(3), pp.171~206 (1971)
- W. Weiss, "A “Sleeper” Effect in Opinion Change", Journal of Abnormal and Social Psychology, 48(2), pp.173~180 (1953)
- A Factor Analytic Study of Attitude toward the Mass Media, "P. Deutshcman", Scripps-Howard Research, ~ (1960)
- H. K. Jacobson, "Mass Media Believability: A Study of Receiver Judgement", Journalism Quarterly, 46(1), pp.20~28 (1969)
- N. R. Mosier, "Credibility of Perception Journalism", Journalism Quarterly, 58, pp.375~381 (1981)
- A. J. Flanagin, "Perception of Internet Information Credibility", Journalism & Mass Communication Quaterly, 77(3), pp.515~540 (2000)
- C. Hovland, "Communication and Persuasion" (1953), Yale University Press
- 남인용, "인터넷 이용자의 인터넷 공신력 인식이 전자상거래 행위에 미치는 영향 한국과 미국의 비교연구", 한국방송학보, 17(2), pp.143~176 (2003), 한국방송학회
- 안주아, "인터넷신문의 미디어 공신력(Credibility)에 관한 연구", 한국방송학보, 17(3), pp.239~273 (2003), 한국방송학회
- 도경남, "소비자특성과 정보특성에 따른 구전커뮤니케이션의 영향력에 관한 연구", 광고연구, (41), pp.193~211 (1998)
- C. I. Hovland, "The Influence of Source Credibility on Communication Effectiveness", Public Opinion Quarterly, 15, pp.635~650 (1951)
- C. S. Craig, "Assessing Communication Effects of Energy Conservation", Journal of Consumer Research, 5, pp.82~88 (1978)
- M. Birnbaum, "Source Credibility in Social Judgement: Bias, Expertise, and the Judge's Point of View", Journal of Personality & Social Psychology, 37, pp.48~74 (1979)